Sunday, October 21, 2012

Elizabeth Lau for ASOS: the interview

In a season of cartoon knits, animal jumpers and statement sweaters, London designer Elizabeth Lau's collection for ASOS couldn't be more timely.

Following my September blog post about this new designer/high-street collaboration and ahead of a shoot she's done for ASOS's Fashion Up iPhone/iPad magazine, I got an exclusive interview with Elizabeth herself (pictured above)...

Describe the Elizabeth Lau girl.
I have always felt the Elizabeth Lau girl is an individual who has an eye for detail and style and is not afraid to have a bit of fun with fashion.

Who do you see wearing your designs for ASOS?
With the ASOS lower price points, I see anyone who likes a witty knit wearing these quirky jumpers. They're just pure fun and will bring a cheer to the grey winter days ahead!

Why did you decide to collaborate with ASOS?
We've been on eachother’s radar for a number of seasons. ASOS liked the concept of my a/w 2011 Cockney rhyming collection and invited me to design exclusive jumpers for them in the same vein. It’s an incredible opportunity to reach out to new customers all over the world. The real challenge was to get the price points down to a level that did not compromise the designs and motifs.

And why a jumper collection?
Why jumpers? I guess it’s our signature item and a universally easy-to-wear piece of clothing.

Give us some styling tips. How would you wear your ASOS jumpers?
Jumpers go with everything. You can team them with slouchy jeans, skinnies, cigarette pants, shorts or a cute skirt. When I'm in my studio, I wear my ASOS jumpers with dungarees and tough DMs. It's the perfect outfit for autumn/winter.

What are your high-street recommendations?
I am a high-street magpie and will cherry-pick items from a variety of places. My favourites are COS for its understated yet design-led pieces, Whistles always has great cuts and Uniqlo for reliable basics. Recently, I'm also liking Aubin & Wills – it offers great quality, no-nonsense clothes with a good old British sensibility.